How can Jimmy Buffett fans be considered as members of a reference group? A brand community? This
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How can Jimmy Buffett fans be considered as members of a reference group? A brand community?
This case spotlights the phenomenon of Jimmy Buffett fans and their fanatical behavior. Known as Parrot Heads, fans travel long distances to see the artist perform and tailgate for hours before an event. Buffett fans take Buffett-themed vacations; have Buffett-themed rooms, homes, RVs, boats, weddings, etc.
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Related Book For 
Consumer Behavior Buying, Having and Being
ISBN: 978-0133450897
11th edition
Authors: Michael R. Solomon
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